Qasab: Kutch Craftswomen’s Producer Co. Ltd.

Abstract

The ‘Qasab’ case is designed to teach students about the characteristics of social entrepreneurship and the impact it has on the society. It also describes how sustainable development and social innovation are interlinked. ‘Qasab’ was an organization whose main focus was to preserve the traditional art of the Kutch region. The case describes the genesis and the journey of ‘Qasab,’ how it preserved the traditional art forms, and the personality traits of Pankaj Shah (the social entrepreneur who started ‘Qasab’). The case talks about the problems faced by the artisans in the region, which led to the formation of this social venture. Also, it touches upon the HR challenges faced by a social entrepreneur. At the time this case was written, ‘Qasab’ had become a collective enterprise comprising 1,200 rural master craftswomen from 11 ethnic communities spread across 62 villages in the arid interiors of Kutch and has been formally structured and registered as a ‘Producer Company’ owned by traditional craftswomen.

‘Qasab’ included different communities such as — ‘Mutwa’, ‘Sodha Rajput’, ‘Jat-Daneta’, ‘Meghwal’, ‘Sindhi Memon’, ‘DhebariyaRabari’, ‘KacchiRabari’, ‘Ahir’, ‘Halepotra’, ‘Sumra,’‘Hingorja’ and ‘Pathan’ — that had distinct embroidery styles and emphasized maintaining these styles (since the embroideries were an integral part of their cultural identity) — to preserve their unique identities. ‘Qasab’ was known for its outstanding quality of authentic Kutch embroidery, appliqué and patchwork products, its hallmark being traditional motifs reflecting the cultural identity of each community in contemporary designs through items of premium quality. ‘Qasab’ had made artisans stakeholders in the organization and was able to preserve the distinct art of each community.

The case is based on the theme of social entrepreneurship and analyzes the process of the emergence of such enterprises, their importance and the factors that lead to their success and sustainability. Students can assess how these organizations are different from other types of organizations. The case should help students to find the parameters that show that social innovation and sustainable development are interlinked. The case can be used to study the business model of social innovation.

This case was prepared by Assistant Professor Shweta Mittal of Institute of Management & Research, Ghaziabad, India, Associate Professor Vishal Gupta of Indian Institute of Management Ahmedabad, India and Assistant Professor Manoj Motiani of Indian Institute of Management Indore, India, as a basis for classroom discussion rather than to illustrate either effective or ineffective handling of an administrative or business situation.